Radio PR

German Radio

In Germany, radio places a greater focus on information than in the US. Music interspersed with current news reports and entertainment features is called infotainment.

More: German radio conveys information mainly through 2 minute radio reports called “Beitrag” which consist of text and three to four sound bites rather than through interviews. It is less spontaneous than US or UK radio and favours pre-produced reports over live interviews. The reasons are that there are firm restrictions on talk time so that producers have to find the shortest possible way of communicating and cannot afford to risk a rambling presenter. Secondly, all foreign language sound bites need voice-overs which have to be produced in advance. Thirdly, German radio rarely gets the chance to interview major international celebrities or spokesmen from far-off destinations live in the studio due to geographical and language barriers. Therefore, pre-produced reports with sound bites are the most common solution.

Theatre of the Mind

German Radio aims to combine information and entertainment in a fun way. Listening is easier than reading because acoustic information can be processed effortlessly while driving, ironing, washing-up etc. In addition, the voice of a witness, victim, client, tourist or celebrity reporting first-hand, expresses authenticity and appears more credible than printed second-hand information. Furthermore, voices, sounds and music create an ambience. The sound of waves, seagulls, romantic music and a soft voice, for instance, conjures up a peaceful mental image. Contrary to a factual newspaper report, radio appeals to feelings and is therefore the most effective medium when it comes to emotional decisions like purchases, holidays, trips to events etc.

German Radio - a Prime Source of Information

• 64,7 million Germans over 14 (81.7 %) listen to the radio on a daily basis
• 98% of the total population of Germany (32,6 million people) own a radio
• 68% of all Germans listen to the radio in their cars
• The average radio listening time of a German citizen is 3.5 hours per day
• More than a quarter of all Germans listen to daytime radio every hour
• About 300 independent radio stations in Germany, Austria and Switzerland use reports by B & B Medien

Radio Service

Successful radio PR puts you and your product in the centre of a journalistic radio broadcast. You are the topic rather than one of many commercials. Radio PR is the best way to appeal to the imagination and emotions of your target group.